Product Vs. Promotion: Fergie’s ‘M.I.L.F. $’

Published: Friday 28th Oct 2016 by Rashad

After the false alarm that was 2015’s ‘LA Love,’ Fergie finally rang the alarm on news surrounding her long-awaited sophomore album, ‘Double Dutchess.’  Rumored to have been completed as early as March 2016, social media-lifted photos and unconfirmed reports started to get wheels spinning that some official release from the set was nigh.

Though the rumors began to cool by the end of spring, they were given a fresh douse of heat when the singer’s husband, actor Josh Duhamel, went on record stating the project would arrive by Mid-June.  With refreshed excitement over the album – 10 years in the making – Fergie Ferg finally took to Instagram to began teasing it herself via snippets for songs ‘Hungry’ and ‘M.I.L.F. $.’

The latter – a critical polarizer – would be gifted a full fledge roll-out with star-studded video to boot.  Initial response signaled that maybe, just maybe, the world really was ready for a new Fergie album:

Premiering at an impressive #34, the tune’s inaugural chart placement set a personal best for the singer and remains (to date) her highest debut on the Hot 100.  And, while the press could not get enough of its sexy accompanying visual featuring some of Hollywood’s hottest moms (Kim Kardashian, Ciara, Chrissy Teigen, and more), critics and some fans seemed none-too-impressed with the unconventional tune. Evidence of this was found in the song’s 56-spot drop the following week on the Hot 100.  Two weeks later, it was nowhere to be found on the chart at all.

So, what went wrong?

Now, make no mistake about it, any song that reaches the Hot 100 – let alone the top 40 – is, for all intents and purposes, a “hit.” But, when it comes to someone who is trying to regain buyers’ attention after such a lengthy hiatus, the shelf-life of the hit is more important. Much like the streaming response to ‘LA Love’ before it, the song’s initial placement is indicative that there is still some level of public interest in her offerings despite her 10 year absence (as a solo artist).  Is the ‘London Bridge’ beauty simply falling short on the promotional front or are the song’s she’s presenting not enough to keep up with the happenings at pop radio?

In other words:

Your thoughts?

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  1. The Great Lacefronce. October 28, 2016

    Unfortunately it was an automatic flop when they put Cierrors washed up ass in the video

    • Danzou October 28, 2016

      how about you “wash” your own h** ass

    • Sandra October 29, 2016

      Apart from the concept I thought Ciara was one of the best things in this video.

  2. Weezy Tha Goat/ Zayn is ? October 28, 2016

    She tried to hard and failed.

  3. Theman October 28, 2016

    This sounded more like a marketing single as opposed to a regular single. It just isn’t single worthy.

    • MusicFan103 October 28, 2016

      This is a good way of thinking of it and putting it.

  4. Paulo October 28, 2016

    obviously promotion considering she didn’t follow it up with any singles and didn’t perform the song anywhere. the teasers she had on YouTube were hot tho so it’s too bad.

  5. Kool kid October 28, 2016

    It’s one of the few cases where all the right promotional moves were made (star studded video, kardashian episode, video released with song) but unfortunately the song was terrible and that’s why it fell flat.

    • Jasmine October 30, 2016

      I disagree. If you are trying to make a comeback you cannot just put out a video and let that be the end of it. You have to promote the single and the video with live performances and interviews.

  6. Max October 28, 2016

    the thing is her team didn’t follow it up with interviews or live peformances.
    She probably thought adding a few celebs and social media would push the song to hit status

  7. Danzou October 28, 2016

    It wasn’t meant to do all that. I mean it did good for what it was. A fun little return.

  8. hoeimHERE October 28, 2016

    well first of all there was no promotion around it… she didn’t announce the single.. she just dropped it.. then the video a day later…. there were no interviews, live performances.. nothing she just dropped it then disappeared.. which is so strange bc I keep hearing the album is done and singles are lined up but we haven’t gotten anything else

  9. MusicFan103 October 28, 2016


    I wrote a long a*** response and it did not post.


  10. Mark111 October 28, 2016

    You don’t spend money on a video like this just for a buzz. This was a first single and it flopped, just like all the White Pop girls this year. I guess streaming isn’t that easy as they say. ?
    You can throw Britney, Gaga, J.Lo, Katy, Beyonce, and a few more that I forgot about already. But all their singles failed to crack the top 10 this year (or stay up there longer than a week.) But streaming is easy I heard…

    • kiiiii October 28, 2016

      You like contradicting yourself

    • Danzou October 28, 2016

      Did you ever think that fergie HAD the money to shoot a video like this? Everything they do isn’t to please you.

      • Mark111 October 28, 2016

        No, who makes an investment and expect no return? Clearly she didn’t please manually of us, seeing that it flopped. ?

      • Danzou October 28, 2016

        Is that what I said h**? Is that what I said? They got over one hundred million people to watch that video so there was definitely a return. The track peaked at thirty five so there definitely was a return. The choice to promote it or not was up to her obviously and that has nothing to do with the fact that she’s loaded and HAD the money to have some fun and give quality.

      • Mark111 /.\ October 28, 2016

        Those people didn’t buy, clearly. Nor streamed, hint the reason it fell right off the chart a few weeks later. This was a try hard and it failed. Moving on.

    • Amerikkka’s Most Wanted ~ Tyler October 28, 2016

      Formation peaked at #10 dummy

      • Mark111 /.\ October 28, 2016

        (or stay up there longer than a week.)
        . I guess my comment hurt your feelings so quick that you missed that part. 🙂

  11. LOL October 28, 2016


    • Danzou October 28, 2016

      But it literally peaked at 34 at billboard.

  12. Ronnie October 28, 2016

    I honestly don’t think Fergie cares that much what the song would do on the charts, she was shocked when the video reached 100m views. But I do wish she just put out the damn album this year, I’ve been dying to hear the collab with Nicki in full.

  13. #Nicole Nation October 28, 2016

    It was one of the worst songs all year.

  14. YoursTruly October 28, 2016

    Promotion. I believe it was never even sent to radio… Mostly Everybody was here for it. Her team just didn’t follow through to keep it going. Maybe it was meant to be a buzz track? Idk, I’m ready for the album though (if she would hurry tf up) lol

  15. Jec2 October 28, 2016

    Umm…it failed because it’s sonic garbage. Sounded like a Iggy Azalea reject. Visual was great tho.

  16. J October 28, 2016

    I think it was more of an “awareness” single. So that the general public are reminded that she’s still around. I’m sure we’ll get another couple singles soon and the album right after. But they won’t do as good on the charts (kind of like what Gwen’s team did with her album, Usher, etc.) Idk why labels aren’t capitalizing off of the initial single success like they used to. Seems like they all just wait forever then finally release the albums and they underperform regardless…

  17. TurkeyNoodleSavage October 28, 2016

    She needs to go back to BEP . This song was not IT . the video was ok but the song itself was lackluster .

    I actually liked ” LA Love ” better but it didn’t make the impact I was hoping it’d make .

  18. Lake Erie October 28, 2016

    I didn’t care for it for really… i thought it could be something for the milfs to chant and i thought it was going to be a hit for that reason.. .

  19. Sasha Fierce Representative October 28, 2016

    Anything involving a Kardashian I immediately ignore. They are incredibly vapid, and vain creatures.

  20. eric October 29, 2016

    She cheapened herself and the product to nothing more than some oversexed trash. What reason do people have to pay attention to you if all you’re offering is some dime a dozen p***. She can drop the femme fatale act and go back to singing and giving real music with real substance.

  21. Sandra October 29, 2016

    The song only really worked with the video and the song by himself was disposable

  22. We Nowqd Redv dibut it ash trjoan ivy blobukz Need UK timely Ukuno eremixi October 29, 2016


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